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The Marks & Spencer Christmas 2013 ad campaign brings Rosie Huntington-Whiteley, who also designed the successful “Autograph” lingerie line for the retailer, British actress Helena Bonham Carter and male model David Gandy into the spotlight. The new campaign is focused around a fairytale theme, encouraging viewers to "Believe in Magic & Sparkle". There are many interesting references from well known stories such as “Alice in Wonderland”, “Wizard of Oz”, “Little Red Riding Hood” or the “Arabian Nights” series.

The new Marks & Spencer campaign was directed by Johan Renck. According to Patrick Bousquet-Chavanne, M&S' executive director, “the advertising is a modern epic where fashion meets fantasy – bringing to life much loved fairy tales with more than a sprinkle of high glamour”. The new ads are meant to be a change in the label's strategy, as the retailer's profits have continued falling for the ninth quarter in a row despite recent high profile campaigns.

This time, the label hopes to engage a younger audience by taking the campaign online and asking fans to choose the name of the adorable dog Rosie Huntington-Whiteley chases in the new ads, by choosing either the name “Magic” or “Sparkle”. “It's all about interaction and a conversation with our customers. Digital is the fastest way to be in that conversation and you are going to see us doing more of that,” Patrick Bousquet-Chavanne stated.

Though the glitzy multimillion pound Marks & Spencer ads seem centered around the renowned British model, since her fast-paced adventures set the tone, the new campaign cleverly targets different types of customers, emphasizing the idea that anyone can find something worthwhile in the label's stores. The complex new ads highlight a great variety of products from the brand, from accessories like handbags to food by making a seamless transition between the different options presented.